Strategy
Nissan implemented Google Analytic software and used the e-commerce functionality in an innovative way to capture this information and gain this understanding. When a prospective customer books a test drive or requests brochure, they are prompted to complete a form, which as well as asking for contact information also inquires about their preferences for the vehicle they are interested in. The simple addition of an e-commerce tag, added to the thank you' page that appears after form completion, enabled this information to be captured.